A novel idea is not synonymous with success. Because an idea alone is not enough to make a business productive. One must go further and creatively think about the what, how, where, when, why, and for what purpose we will implement that idea so that it results in a successful business.
Given the intense competition of products and services, adding another business might seem doomed to failure. However, if your idea already exists, it means it is profitable but that the audience is waiting for a true differentiator to look the other way: your brand.
Attracting the attention of your target audience should not focus solely on price because it would be like trying to be attractive only because of “youth and beauty.” And prestige is much more than that. To reaffirm this, I always suggest doing the following exercise: ask two older adults what their favourite brands are, and you will notice that those brands that have been in the market for a long time are still relevant, despite not being the cheapest.
Let’s do another exercise. Think of three attributes: creative, brilliant, or imaginative. Which of these three alternatives could define your business over your competition? Take your time and choose your option. The correct answer is: none of the above. You don’t need any of those three words to differentiate yourself from the competition. It’s about being logical. Logic works with the rules and contrasts of sensible criteria.
Differentiation is about being the best proposal in your business niche, and that is achieved based on logical arguments. Without these reasons, failure is imminent. If your argument is logical, the chances of success multiply.
Standing out among the competition involves educating your audience about the purchasing criteria, which must be logically oriented so that the customer chooses your business as the best in its niche. This can only be achieved through a unique selling proposition (USP).
Creating the USP can take a bit of time, but to speed up the process, it is necessary to answer the following questions:
- Why should the target audience pay attention to your brand? – Explain the reasons why your brand should be the first choice in its field, grab attention, and meet the needs of your audience. For example, if your electricity bill is higher than usual due to air conditioning use in the summer, an ad like “Reduce your electricity consumption, this air conditioner cuts your electric consumption by 60%” will immediately grab attention.
- Build your credentials. – If you have a different product, you need to know how to demonstrate that difference. This action becomes your credentials. If your product is good, then prove it. For example, “Pioneer, the rest is silence,” meaning their sound quality is superior to the competition.
- How will your brand change your customers’ lives? – If your potential customers had a problem that your brand came to solve, then how will that change impact their lives? If the answer is encouraging, they will return to your brand repeatedly. The best part is that they will speak well of you to others, and your customer base will grow.
- Study your competition and list the 10 advantages over it. – If you have a differentiated product, the world will bombard you with requests. The best products don’t just win; those that stand out from the rest do. Read up on your competition. Then go back to your product and write down the ten advantages it has that will lead you to success.
- List the five things the competition should look for in a product like yours. – The competition should turn to look at your product, and the reasons for doing so must be evident.
Answer these questions and draft a text that synthesises them; in this way, you will have created your USP. For example, in my case, it is:
“Allow me to guide you in using communication and public relations so that your brand generates or strengthens its reputation and achieves the leadership you have always sought.
My team and I will accompany you throughout the process as if your company were our own. We will build a communication plan tailored to your specific needs based on a diagnosis; in this way, your brand will be recognised, and your profits will increase.”
Notice the difference between this paragraph and the well-known: “360 Communication for your business,” call us at +511 952 183 609.
With a bit of patience and a lot of logic, your unique selling proposition will be the differentiator between a successful business and one that fell by the wayside.